"Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society" is a culmination of 3 months of research, planning, design, and passion while interning at Libby Perszyk ...
"Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society" is a culmination of 3 months of research, planning, design, and passion while interning at Libby Perszyk Kathman in Cincinnati.
The presentation covers the importance of creating a brand based around values that resonate throughout the internal dynamics of your company, to the products and services you are offering, to the message you are sending consumers. Trust is at an all time low. It is essential to the success of your brand to create a story that is authentic, relevant, and meaningful.
If you'd like to start a conversation, feel free to email me at ezahorian@gmail.com
The presentation was inspired by a white paper by idBranding, which can be downloaded from their website idbranding.com
Give Them Something to Believe InPresentation Transcript
Give Them Something to Believe In:
The Value of Brand Authenticity
in a Transparent Society
IZZIE ZAHORIAN izziezahorian.com
inspired by
Give Them Something to Believe In:
The Value of Brand Authenticity
in a Transparent Society
This presentation was created in Spring
2008 over the course of three months,
while interning at LPK Cincinnati
Huge thanks go out to Nathan Hendricks,
my friend and mentor, who approached
me with the project and allowed me to
Give Them Something to Believe In:
share it with others
The Value of Brand Authenticity
You can viewa Transparent Society
in the original presentation
over at vimeo.com IZ
PART ONE:
THE OLD MODEL
OF BRANDING
where it all started
the birth of advertising
IMPENETRABLE SHELL
Y
nobody could get in
Y
nothing could get out
Y
complete control of brand image
WHATEVER a company wants
consumers to know
what did it look like?
most sensational ever!
the creative revolution
R.E.S.P.E.C.T.
Bill Bernbach
“I’ve got a great gimmick.
“I’ve got a great gimmick.
Let’s tell the truth.”
the Volkswagen Beetle before Bill Bernbach
The Volkswagen brand
had some issues:
The Volkswagen brand
had some issues:
Nazi car
Pretty ugly
Lawn mower-sized engine
Not luxury
Rather than promote themselves as a glamorous status symbol,
VW emphasized reliability, quality, and low-cost maintenance.
The ads were witty, honest, and humorous.
Bill’s insight was that people would be wooed
by ads which spoke to them in ways they always
wanted to be spoken to—
Bill’s insight was that people would be wooed
by ads which spoke to them in ways they always
wanted to be spoken to—intelligently.
People didn’t just want product
features shouted at them.
People didn’t just want product
features shouted at them.
They wanted the product story told
in a compelling and satisfying way.
Volkswagon didn’t try to be anything it wasn’t,
which appealed to consumers who valued
honesty and authenticity,
Volkswagon didn’t try to be anything it wasn’t,
which appealed to consumers who valued
honesty and authenticity,
and formed the sustainable base
of an extremely profitable brand.
2nd creative revolution
an experience they love
Chiat/Day for Apple
combatting conformity, asserting originality
youtube.com
2nd Creative Revolution
engaging
entertaining
gave consumers an experience they loved
2nd Creative Revolution
engaging
entertaining
gave consumers an experience they loved
demonstrating, not telling
like putting on a play
memorable play
memorable play happy, loyal customers
why these approaches don’t cut it
give them something real
Remember that Apple ad?
combatting conformity, asserting originality?
Remember that Apple ad?
combatting conformity, asserting originality?
youtube.com
Remember that Apple ad?
combatting conformity, asserting originality?
youtube.com
People don’t want an act.
People want honesty.
People want something real.
Today’s Consumer
harder to convince
probes their own truth
less likely to stay loyal
Today’s Consumer
harder to convince
probes their own truth
less likely to stay loyal
Which is why it’s so important to
cover all of your bases.
Nike
Nike
is cool.
Nike
is cool.
Cutting-edge ideas
Stunning design
Provactive advertising
Nike
Nike
sucks.
Nike
sucks.
What happened?
Nike
was charged with abusive labor practices
in their overseas sweatshops.
People were outraged
and Nike sales plummeted.
Why
are people bothering to probe?
Why
are people bothering to probe?
isn’t sweet advertising good enough?
Because
It’s not about best, fanciest, or cheapest.
Because
It’s not about best, fanciest, or cheapest.
It’s about meaning.
Give Them Something to Believe In:
The Value of Brand Authenticity
in a Transparent Society
I love these shoes.
I love these shoes. I must have these shoes.
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I would be supporting this
I love these shoes. I must have these shoes.
But I’m not going to buy these shoes
because I know about this:
And if I bought those shoes
I would be supporting this
And frankly, I don’t like what that says about me.
PART TWO:
A NEW MODEL
OF BRANDING
COMPANY CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
COMPANY CONSUMERS
who trust and identify
with your brand
CONSUMERS
who trust and identify
with your brand
VALUES &
CONSUMERS
BELIEFS who trust and identify
with your brand
CONSUMERS
who trust and identify
with your brand
CONSUMERS
How to Build a Brand Culture
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
3 Put your money where your mouth is.
Do what you say you’re going to do.
Be who you say you are, inside and out.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
3 Put your money where your mouth is.
Do what you say you’re going to do.
Be who you say you are, inside and out.
4 Don’t mess up.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
3 Put your money where your mouth is.
Do what you say you’re going to do.
Be who you say you are, inside and out.
4 Don’t mess up. Ever.
Consistency builds trust.
How to Build a Brand Culture
1 Figure out who you are
and who you want to reach.
2 Realize you can’t be everybody’s
best friend.
3 Put your money where your mouth is.
Do what you say you’re going to do.
Be who you say you are, inside and out.
4 Don’t mess up. Ever.
Consistency builds trust.
5 Feel good about yourself, attain a cult following,
and make lots of money.
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
minimalist design
streamlined production
reduced packaging
emphasis on recycling
MUJI
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
minimalist design
streamlined production
reduced packaging
emphasis on recycling “lower than usual” prices
MUJI
“Mujirers” describe the brand as a “way of life”
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
minimalist design
streamlined production
reduced packaging
emphasis on recycling “lower than usual” prices
MUJI
“Mujirers” describe the brand as a “way of life”
“no-brand” strategy
free of agenda, doctrine, and “isms”
no classical marketing or advertising
success attributed to word of mouth
minimalist design
streamlined production
reduced packaging
emphasis on recycling “lower than usual” prices
culture, self, and brands
culture, self, and brands
consumer identity and the new model
HANG IN THERE!
(this is when it gets deep)
Each individual has
an ethos & a worldview
from which all action stems.
Each individual has
an ethos & a worldview
from which all action stems.
In other words,
everything you do, think, and feel
an ethos a worldview
In other words,
everything you do, think, and feel
is because of those two things.
an ethos “moral code of conduct”
an understanding of how we should act in the world
an ethos “moral code of conduct”
an understanding of how we should act in the world
an worldview “the way things work”
an individual’s perspective on how the world really is
an culture
the system that shapes ethos & worldview
an culture
the system that shapes ethos & worldview
who you are
what you believe
how you act
so culture
so culture plays a huge part in
an individual’s identity
Back in the day,
you could live your entire life
and only be exposed to one culture.
you could live your entire life
and only be exposed to one set of beliefs, one set of values.
One lifestyle.
But today, in post-modern society,
we are exposed to a myriad of cultures,
lifestyles, philosophies, religious beliefs,
careers, places to live, income levels.
And because
we are exposed to a myriad of cultures,
lifestyles, philosophies, religious beliefs,
careers, places to live, income levels,
we have the opportunity to
actively create our own culture.
We build this culture (our identity)
out of symbolic units
We build this culture (our identity)
out of symbolic units drawn from
career, music, fashion, religion,
We build this culture (our identity)
out of symbolic units drawn from
career, music, fashion, religion,
and
brands.
We’re all at different points in life in terms of
figuring out who we are and what we stand for,
We’re all at different points in life in terms of
figuring out who we are and what we stand for,
so buying things
serves different purposes
for different people.
Buying to Develop a Worldview
Buying to Develop a Worldview
“I’m gonna be completely honest.
I’m not the biggest advocate ever.”
Buying to Develop a Worldview
“I’m gonna be completely honest.
I’m not the biggest advocate ever.”
“I conserve water by showering with my boyfriend
so we can save water together.”
Buying to Develop a Worldview
Buying to Reinforce a Worldview
Buying to Reinforce a Worldview
(me )
Buying to Reinforce a Worldview
brands as meaning
the importance of values and authenticity
In the post-modern world,
brands create value, not just for
their products or services, but
for the meanings they generate,
In the post-modern world,
brands create value, not just for
their products or services, but
for the meanings they generate,
which people are then using
to represent themselves.
etnies
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
has transcended “brand” by building a “counterculture”
etnies
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
has transcended “brand” by building a “counterculture”
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
etnies
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
has transcended “brand” by building a “counterculture”
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
etnies lives and breathes skating
etnies
loyal following of skaters, bmx bikers, snowboarders, surfers, etc.
has transcended “brand” by building a “counterculture”
founded by Pierre Andre Senizergues
founded Sole Technology
built 40,000 sq ft skatepark for youth
name derived from “ethnic”—a nod to skating subculture
sponsors professional action sports athletes
huge presence at action sport events
etnies lives and breathes skating
etnies is legit
It’s crucial today for companies to understand
that it’s what their brand believes in, stands for,
and does in the world
It’s crucial today for companies to understand
that it’s what their brand believes in, stands for,
and does in the world that’s being judged .
by consumers.
Quality Products Quality Products
Quality Products Quality Products
More Expensive Less Expensive
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
Gives Employees Surfing Breaks
Quality Products Quality Products
More Expensive Less Expensive
Committed Customers Satisfied Customers
Donates to Environmental Causes
Gives Employees Surfing Breaks
Founded by Yvon Chouinard
It’s not that Columbia has the wrong meaning,
It’s not that Columbia has the wrong meaning,
it’s that Patagonia has more of the right one
In choosing Patagonia over Columbia, the consumer is saying:
“I believe in many of the same things Patagonia believes in
and I am using Patagonia as an expression of who I am.”
building a brand culture
uniting employees with purpose
Often times, a company’s biggest problem
is not how the outside world sees them.
Often times, a company’s biggest problem
is not how the outside world sees them.
Often times, it’s a disorganized, uninspired work culture.
Unfortunately, it’s rare for a company to be unified,
with everyone pulling in the same direction for the same reasons.
Unfortunately, it’s rare for a company to be unified,
with everyone pulling in the same direction for the same reasons.
Sometimes, there isn’t a strong, clear set of core values,
so employees feel adrift and without purpose:
Unfortunately, it’s rare for a company to be unified,
with everyone pulling in the same direction for the same reasons.
Sometimes, there isn’t a strong, clear set of core values,
so employees feel adrift and without purpose:
Sometimes, there are clear values, but the company isn’t living them,
so employees feel demoralized and become cynical:
A company’s monetary performance
starts with its internal dynamics,
A company’s monetary performance
starts with its internal dynamics,
which is why it’s so important to
center around a strong internal truth,
COMPANY
VALUES &
BELIEFS
A company’s monetary performance
starts with its internal dynamics,
which is why it’s so important to
center around a strong internal truth,
COMPANY
VALUES &
BELIEFS
rather than a manufactured image:
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
People first, property second.
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
People first, property second.
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
Kids N Fitness (CA), Love and Life Foundation (Honduras),
Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia)
+ environmental initiatives
a company that lives its brand values
every decision is guided by “our credo” (since 1943)
People first, property second.
Their number one priority is the welfare of doctors, nurses,
patients, mothers, fathers, and all who use their products.
Kids N Fitness (CA), Love and Life Foundation (Honduras),
Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia)
+ environmental initiatives
Strong brand values simultaneously attract and sustain employees
while creating fruitful, deep-rooted consumer relationships.
SO
If you want to
take your company
to the next level,
If you want to
take your company
to the next level,
If you want to
transcend brand loyalty and
attain a cult-like following,
You must realize that
branding is no longer in the hands
of the marketing department.
You must realize that
branding is no longer in the hands
of the marketing department.
You must accept that
consumers can and will find out
about all of your dirty secrets.
You must realize that
branding is no longer in the hands
of the marketing department.
You must accept that
consumers can and will find out
about all of your dirty secrets.
You must
make fundamental changes to
the very core of your company.
Your brand must
develop an ethos and worldview to
drive your company’s every action,
Your brand must
develop an ethos and worldview to
drive your company’s every action,
build a culture rooted in the
very heart of your organization,
Your brand must
develop an ethos and worldview to
drive your company’s every action,
build a culture rooted in the
very heart of your organization,
unite employees in a common
purpose and vision,
Your brand must
develop an ethos and worldview to
drive your company’s every action,
build a culture rooted in the
very heart of your organization,
unite employees in a common
purpose and vision,
define brand values and live them
in each and every decision you make.
And if your brand’s
internal and external behavior
consistently and perpetually aligns
with your brand purpose,
And if your brand’s
internal and external behavior
consistently and perpetually aligns
with your brand purpose,
Your brand will
engage consumers in a deep and
meaningful relationship,
and your brand will experience
and your brand will experience
and your brand will experience
the most PROFITABLE
the most PROFITABLE
FANATICAL
FANATICAL
IMPASSIONED
IMPASSIONED
CONSUMER LOYALTY
CONSUMER LOYALTY
it has ever seen.
nd your brand will experience
and your brand will experience
and your brand will experience
he most PROFITABLE
the most PROFITABLE
the most PROFITABLE
FANATICAL
FANATICAL
FANATICAL
IMPASSIONED
IMPASSIONED
IMPASSIONED
CONSUMER LOYALTY
CONSUMER LOYALTY
CONSUMER LOYALTY
it has ever seen.
it has ever seen.
it has ever seen.
Thank you.
IZZIE ZAHORIAN izziezahorian.com
Give Them Something to Believe In:
The Value of Brand Authenticity
in a Transparent Society
Drew Burdon
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